Elkhart Builder Wonders ” When Will My Blog Start Producing Results? “

Blogging Key To Elkhart County Builders Website Traffic

Vern Heacock and his wife Diane, President and Secretary / Treasurer respectively, have owned and operated Town & Country Builders of Goshen since 1978. They are known for their beautiful Builder’s Association of Elkhart County Parade of Homes floorplans and  architectural designs. Recently, Vern contacted DIR Incorporated to ask about ways to drive more traffic to the Town & Country website.

Our response was simple. “Much like building a home, you must first understand the natural energy advantages and feasibility of the land you are building on, the compliance, laws and regulations permitting you to build in an area, and the goals of the family that will live in it. This all leads to creating a blueprint of the structure.

In the world of digital marketing, we use a tool powered by Hubspot call Marketing Grader as a base point for understanding where a  website is performing well, and what areas can improve. This is not solely for the purpose of driving traffic to a site, but, also for capturing leads and critical data.

Elkhart County Indiana Town and Country Builders of Goshen Need To Blog Consistently

Blog Proves To Be Low Hanging Fruit.

Whenever your website has a blog built-in, such as a WordPress there are 6 key things you want to do to enhance the performance of your blog and website:

  • Set up a blog.
  • Set up an RSS feed.
  • Link to your blog from your home page.
  • Add social sharing buttons to your blog.
  • Add social subscription options to your blog.
  • Add an email subscription option to your blog.

The results for the grader indicate Town and Country Builders of Goshen, LLc has all six components. So, when we recommended blogging they naturally asked, ” We have a blog, when will our blog start producing results? “.

As you can see from the screen shot, the last blog they posted was in May 2013, that’s over 8 months ago. Blogging must be consistent and have a purpose. Let’s dive deeper into this now.

Identify Your Purpose for Blogging

What’s your purpose for wanting to blog in the first place? If it’s simply due to the persuasive narrative of having content know body cares about in order to dominate your Twitter feed, you are already lacking direction and any real strategy for achieving the results you desire. So, What do results even look like, anyways?

You first need to define what the overall objective is for blogging as it relates to your overall business goals. Is it to simply generate more website traffic and raise your brands awareness? Are you trying to drive more qualified prospects to your website in order to improve your churn and opportunity-to-customer rate? If you are not sure of any of this at this point, we recommend you schedule a FREE 15 minute consultation with us to figure this out together.

Your Blogs Value Proposition

Download Free Content Marketing HandbookYour goals are important, but, perhaps even more critical is understanding the value you are providing to other. Consider this your content mission statement. Any blogging strategy absent of a content marketing mission statement will  have a hard time achieving any traction, because it lacks focus and purpose. For example, our content mission statement is:

” To deliver sales and marketing content designed to guide and improve the digital performance and topline revenue of businesses across the Michiana region”.

Expecting results from your blog prior to identifying the value your blog will deliver to your target audience is like asking how long it’ll take to lose weight while sitting on the sofa, playing video games and  drinking diet soda. If you are interesting in learning about this, I highly recommend you check-out our FREE Content Marketing Handbook.

 

Traffic is only good if you Capture and Measure it.

We found a few other improvements that could be made to Town and Country Builders website. The ones that stood out the most were to lack of a visitor tracking tool like Google Analytics, [which is free], and no forms tied to a marketing automation system. Why this is important?

You probably hear some people brag about how many “uniques” (unique visitors) come to their site each day. They know these numbers because they measure them. However, while most of those people bragging about the sheer volume of visitors will improve their Alexa ranking, they are not likely experiencing greater profits. Why? Because, if you are getting a ton of website traffic, but, are saying to yourself, “I do not know who these visitors, how can I send them marketing materials?”. What have you really gained?

Marketing automation changes this equation. To get in on the action and start seeing real results, you have to move that traffic from the Internet superhighway and into your store /ecommerce / mailing list/etc. This is where lead scoring begins to taking form in the “Marketing Qualified Leads (MQL)” phase in Revenue-Driven Marketing.

Of course, now you want to know the best ways to capture these leads. Well, first start with content that has value (or perceived value) to your target audience at different levels of the customer lifetime journey. Look at some of the things we have done on this blog post for example.

On the upper right hand side we are sharing na eBook titled “Revenue-Driven Blueprint“, it is conveniently visible only to traditional visitors, not mobile versions our site. Then, when talking about setting goals we offer a consultation available on all platforms. Then, as you cover content mission statements we offer an eBook titled “Content Marketing Handbook” viable to all. In additional to these specific offers will have linked key words to relevant content. Each click, form entry, and visit is measured and used to improve our website and content for our blog readers.

So, when will your blog start producing results? Please share your thoughts and comments. Also, if you found this article useful share it with a co-worker or friend.

The Challenge of B2B Selling

The Challenge of B2B Selling

 

Studies indicate that the B2B buying process is a highly emotional one, one that lends itself to ir­rational behaviors and quick methods of coming to a solution that is, at best, an educated guess. The emotion that most impacts the B2B buyer is fear (e.g. job security, loss of professional credibility, monetary loss, etc.)

 

Since there are often more than one person involved in a purchase decision it is personal risk that you and your company most understand best. While there is organizational risk involved in the B2B buying process (often stated in the procurement or RFP process), personal risk is different for each person on the buy­ing committee, and a potential source of internal tensions exist which can cause an ineffective buying process. Many qualified leads disappear because of personal risk, and when your sales and marketing don’t acknowledge and tackle this fear, revenue suffers.

Challenge of B2B Selling - Benefits of Content Marketing

Multiple Benefits of Content Marketing for B2B

 

– Reduce Fear of Risk

 

You and your company must do its best to minimize personal risk, and you can only do so by getting prospects to like, know, and ultimately trust you. Content marketing helps develop this trust, providing the buyer with information that will help them make the right decision, at the right time, allowing them to reduce both organiza­tional and personal risk.

 

– Improve Demand Generation

 

In the study mentioned earlier use of content for automated lead nurturing was a reported goal for only 39 percent of marketer’s surveyed.1 Your mar­keting department is responsible for creating demand for your product or service. This is much more than lead generation, as it also includes the conversations and activities that occur prior to the lead being passed to sales. Effective content marketing is imperative to de­mand generation because it helps create product demand and influences trigger points during the lead nurturing process.

 

– Higher Quality Prospects

 

Content also helps demand generation in three important ways; (1) Lead Generation -you share content that it is consumed by prospects and leads in return for information about them. (2) Lead Nurturing – your content acts as a sales representative’s proxy when a lead is not yet sales ready. (3) Lead Scoring – is the process of ranking your lead’s level of interest and sales readiness according to a meth­odology agreed upon by your marketing and sales departments.

Download Free Content Marketing Handbook

8 ways to improve LinkedIn B2B lead generation

8 ways to improve LinkedIn B2B lead generation

Last week, as I spent a few hours with Federico Petersen, owner of Petersen International Consulting Services helping him figure out how to leverage LinkedIn to improve his revenue-driven marketing approach to close more sales, it occurred to me that there might be small B2B company owners, and marketing professionals who are on LinkedIn, but who still don’t use this valuable tool to its fullest potential.

LinkedIn has over 200 million users who are active participants in virtually every business category. If your business sells to other businesses, then you need to have a personal profile and a corporate profile on LinkedIn.

Here are eight proactive steps you can take tomorrow that will help you take advantage of all that LinkedIn has to offer, driving traffic to your website and turning visitors into leads.

1. Build out your corporate page – If you’re a B2B company in today’s market, chances are good that people look for your business on LinkedIn as much as they do on Google, Yahoo or Bing. That’s right: people are searching for you and your business on LinkedIn, whether you know it or not. When they find you, they need to also find a well-planned, clear and concise LinkedIn corporate page that works to convert them into a lead for your business. This means you need to have educational content and compelling messaging on your profile page, just like you do on your website home page.

2. Build out your personal page – Most people don’t stop their search at the corporate page. They are going to want to see your personal LinkedIn profile as well. Your LinkedIn profile page has to be complete and it has to deliver the right, consistent message in line with your business. How do you feel when you see incomplete profile pages…like the person might not be all together, right? We don’t want them thinking you or your business isn’t top-notch just because you haven’t gotten around to finishing or updating your profile page.

3. Add educational offers to your corporate page – LinkedIn has added a three panel slider bar that allows you to promote offers right on your business page. Don’t make a mistake by trying to sell your visitors something right off the bat. Instead, add educational offers that get them to convert from anonymous visitors into qualified leads.Click here to see how we do it for DIR Incorporated.

4. Share educational information from your website with all your connections –Every time you write a blog post, there is a LinkedIn Share button at the top of the page. Make sure you click it and share the blog post with all your connections. The secret here is that if they like your post, they will share it with all their connections too. This sort of viral sharing potential can get your content out to thousands of people with the click of a button.

5. Join up to 50 groups – The basic, free subscription on LinkedIn allows you to join up to 50 groups. Spend 15 minutes searching for groups that your prospects would be part of. Review the group membership profile. Most groups allow you to look and see who is already a member. If you have prospects in the group, sign up today.

6. Share educational information with your groups – Just like sharing your blog posts with your connections, you can easily share your blog posts with every group you join. Simply check the “Share with Groups” box, type in your groups and click “Share.” Now everyone in your group will see your educational content. Keep in mind: all groups are not the same. Some have more strict posting policies than others. Read the group bylaws before you start posting content blindly. Remember, it’s always better to participate in the group conversation than to seem like you’re just there to broadcast your content.

7. Keep an eye on who has viewed your profile – LinkedIn also offers you insight into who is checking you out. This is great for sales people who might have requested a connection with a hot prospect. If they looked you up, they might be interested too.

8. Make sure you are recommending that prospects and clients follow your corporate page – LinkedIn has a Followers number just like Facebook. You and your sales people should be encouraging clients and prospects to follow you on LinkedIn. Then, when you post updates to your corporate page, they will be notified. Find out what this number is today and set a goal to increase it. The more people following you the better.

LinkedInThere are other ways to use LinkedIn. In fact, there are consultants out there who specialize in teaching businesses how to leverage LinkedIn… but the eight suggestions above will do an amazing job of helping you take full advantage of the power of LinkedIn and social media for your business.